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作为一种新型的舆论传播工具和重要的信息传播渠道,微博在高校塑造良好形象、提升社会资本、公开办学信息等方面,具有其他载体不可替代的作用。当前,高校微博存在更新频率偏低、内容过于严肃、互动性及个性缺乏等问题。高校应当以微博的应然功能为指向,选择与实施恰当的形象塑造策略、关系建设策略和信息推送策略,让高校微博走得更远、更好。
As a new communication tool of public opinion and an important channel of information dissemination, Weibo plays an irreplaceable role in shaping a good image in colleges and universities, promoting social capital and disclosing the information of running a school. At present, the university microblogging there is a low update frequency, content is too serious, interactive and lack of personality and other issues. Colleges and universities should focus on the proper functions of Weibo, select and implement appropriate image-building strategies, relationship-building strategies and information push strategies so that higher education Weibo can go further and better.